POP Reel

Internet Marketing Learning CircleNovember 13, 2008

Erin West, VP of Arts Marketing

Fast Facts

Agency founded in 1996

108+ full‐time staff

Offices in Seattle and New York

Clients across North America, UK and Australia

Key partnerships with Tessitura Network, 

Ektron, and

Google

Dedicated Arts Marketing team

Notable Clients

Consumer Brands

Performing Arts

Target

Sydney Opera House

National Geographic

Steppenwolf Theatre

Nintendo

Royal Opera House

Hachette Book Group USA

Metropolitan Opera

Amazon.com

San Francisco Symphony

Microsoft

National Theatre (UK)

Ubisoft

Lyric Opera of Chicago

Pokémon USA

San Francisco Opera

Brown‐Forman

Melbourne Theatre Company

Goals•

Understand current marketing landscape

•

Provide ideas for how the internet can be  integrated into your marketing strategy 

•

Understand best practices in website design  and email marketing

•

Share ideas & trends for the near future

•

Prepare you to apply for funding

The Arts Landscape

Arts Realities sources: 30 Years After

by David Snead, Director of Marketing, NY Philharmonic

Commitment is down.–

77% increase in homes relying on dual incomes

–

58% increase in single households

–

Supply feeders declining as prices have increased

Choice is increasing.

Buying patterns are more last‐minute.

Traditional communication costs are rising.

The Smart Arts Marketer sources: 30 Years After

by David Snead, Director of Marketing, NY Philharmonic

Pathologically customer‐focused–

Customer control–

Segmentation–

Customization

Brand‐focused in all communicationSophisticated. Uses research & technology.–

Datamining–

Focus groups–

Rigourous

measurement

Innovative–

Choose‐Your‐Own, Auto‐charge, Reminder emails

Deliver the WOW

The Online Landscape

Seven Internet Realities source: Pew Internet & American Life Project

How the Internet is Changing Consumer Behavior and Expectations

1) Media and gadgets are part of everyday life.2)

The Internet, especially broadband connectivity, is 

driving the revolution.3)

New gadgets allow people to enjoy media, gather info 

& communicate anywhere.4)

Ordinary citizens have a chance to be content creators.

5)

All those content creators have an audience.6)

Sharing online is building community.

7)

Online Americans are customizing their experience.

The Opportunity

Engage your customers

Increase revenues

Attract new audiences

Gain operational efficiencies

Tell your story

Use Online to…

Digital Marketing

Digital Marketing

Advertising–

Banner ads

–

Keyword buys

Email

Text Messaging (SMS)

Website

Online Advertising: Banner Ads

Builds targeted awareness 

Find your audience online

Fraction of the cost

Measure. Measure. Measure.

Case study: Brokeback Mountain

Niche movie

Defined audience: compassionate women

Found websites & blogs they visited

Advertised to build awareness

Banner Ad Examples

Online Advertising: Search

Purchase keywords 

Can limit total spend

Drive traffic to website

For sophisticated marketer

Email

Reminder E‐mails 

Newsletters

Follow‐up Emails

Partnerships

Text Messaging (SMS)

More common in UK

Direct patrons to mobile ticketing path

Start capturing mobile numbers now

More tomorrow!

Your Website

Banner Advertising

Search & Keyword Buys

Email Marketing

Referrals, Offline Marketing

Website

Most important portal

Multi‐purpose: ticketing, fundraising, brand

Great equalizer. It’s not about money.

Integrate with overall business strategy.

Must be up‐to‐date & reliable.

Measure. Measure. Measure.

What is “Web Analytics”?

Web Analytics Is…

•

An attempt to quantify what happens on your  website…

Web Analytics Is…

•

A way to improve marketing management–

Determine what works and what doesn’t

What’s the point?

You can’t manage whatyou can’t measure.

Analytics Provides Answers to Difficult Questions

Which marketing initiatives are the most effective?

Is my website designdriving

people away?

Where and why are visitorsabandoning my shopping cart?

What keywords resonate with prospects and have the

power to convert them?

What do people do while on my site?

Where are my visitors coming from?

Reasons for Analytics

•

Bad reasons:–

“We need web stats!”

–

“How many hits did we get last month?”

–

“There are lots of reports and pretty graphs…

it  even has an Excel integration wizard…”

Reasons for Analytics

•

Good reasons:–

“We need to improve marketing effectiveness!”

–

“Online sales seem to be lagging – we need to  determine why”

–

“I don’t know which marketing channel is most  valuable”

–

“What kind of content helps drive more sales?”

What’s the Point?

•

Web

Analytics is about behavior

not numbers

•

Track what impacts your business–

“Hits”

are not

the same as people

–

“Hit reports”

are often over inflated by 2x – 3x

–

Conversion rate, content value, traffic source  matter

Implementing Web Analytics

1. Develop your strategy

2. Cultivate an analytical culture

3. Get the Right People

Action

Wisdom

Knowledge

Information

Data

Tools

People

Busi

ness

Val

ue

4. Get the right Tool

5. Make Data Actionable

•

All traffic and online marketing

5. Make Data Actionable

•

Compare marketing channels

5. Make Data Actionable

•

Tie marketing to Sales

5. Make Data Actionable

•

Compare value of content

Determine which marketing initiatives are driving the best traffic to

your site

Banner Advertising

Search Marketing

Email Marketing

Search Engine Optimization, Referrals, Traditional Media

Content. 

Community. 

Commerce. 

Content. 

Community. 

Commerce.

“Content is no longer something  you push out. Content is an 

invitation to engage with your  audience.”

–

Cammie

Dunnaway, Chief Marketing Officer, Yahoo

Arts Attendees LOVE Digital Media

27%  frequent arts attendees have  watched a cultural program on a 

website compared with  16% of the general public

‐Culture and the Arts Survey, LaPlaca

Cohen, 2007

Build anticipation

PodcastsProvide a richer experience for patrons; deepen relationship with audience; help position your organization as forward‐looking

SolutionCreate and distribute 10‐20 minute podcasts that can be delivered via the website.

Audio / Video Player

Deepen relationship with existing patrons and develop new audiences by distributing audio/video content via the website.

SolutionDevelop Flash‐based player capable of delivering audio and video content. 

Relevant Content

Content.

Community.

Commerce.

Blogs

"Generally speaking, companies who think they 

will improve their relationships with customers 

should blog.  Companies who think they can 

improve products and services by listening to 

customers should blog. Companies that are 

willing to join topical conversations that go 

beyond just themselves should blog. Companies 

that trust their employees to speak candidly in 

public should blog.“‐Shel

Israel, Naked Conversation

Successful Organization Blog Criteria

•

Keep it simple

•

Demonstrate passion

•

Show your authority

•

Add comments

•

Tell a story

Opportunity: Join the conversation

Opportunity: Join the conversation

Be Personal

Blog Visits by Month

Blog Visits by Month

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

Jun-06

Jul-06

Aug-06

Sep-06

Oct-06

Nov-06

Dec-06

Jan-07

Feb-07

Mar-07

Apr-07

May-07

Jun-07

Jul-07

Aug-07

Sep-07

Oct-07

Nov-07

Dec-07

Jan-08

Feb-08

Mar-08

Apr-08

May-08

Jun-08

Jul-08

Aug-08

Sep-08

Opportunity: New Audiences

STUDENT EBLAST FACEBOOK

MYSPACE

www.CityOperaStudentCorrespondent.com

Homeschooled high-school senior

Drama student at NYU, City Opera Intern

Freshman at St. John's University, studying pharmacology

HS Student from Brooklyn

Medical student at Yale University, Opera fanatic

Content. 

Community. 

Commerce. 

Commerce

Make it easy and enjoyable for your  customers to conduct business online

Select Your Own SeatThe most effective solution for instantly increasing 

purchase conversion rates on your website.

SolutionGreat brand experience; meets patrons expectationsCan include “view from section” photos

Ticket Exchange

Optimize operational efficiencies; Improve  customer satisfaction

SolutionAllow patrons to exchange tickets 

24/7/365

Auctions

Capture lost revenue from secondary re‐sell market; Increase donations

SolutionAllow patrons to bid on a select number of premium location seats with the additional cost recognized as contributed income

Merchandise

Increase earned revenue; improve customer satisfaction

SolutionProvide ability to purchase merchandise online with relevant up‐sell in the purchase path

Gift Certificates

Increase revenues by providing new products 

that connect with the current needs of 

patrons.

SolutionSupplement “standard”

GC functionality with 

customizable, printable Gift Certificates.

Retail Example: GeneJuarez.com

•

Website for Gene Juarez  salons.

•

Originally launched in  2000, ecommerce sold gift 

cards

•

Added printable gift cards  in late 2004.

We have…

•

Reviewed current marketing landscape

•

Provided ideas for how the internet can  be integrated into your marketing 

strategy 

•

Shared ideas & trends for the near  future